"The warm, welcoming Japandi-styled space on the corner of Broadway and Grand is adorned with plants, plush sofas, and a 30-foot-long screen on a curved slatted oak wall that displays color fields. Up front, there's a sensory dome with chromatherapy-inspired lights and a soothing soundscape piped into the area and in the back there's a coffee bar. It reads more like the lobby of a wellness hotel than a tax store."
"The entire space, designed by Gensler, is meant to be an antidote to the negative sentiments associated with doing your taxes-the cocktail of fear, uncertainty, and doubt millions of Americans experience when April 15th rolls around. "We created a space of agency and calm," says Greg Gallimore, the principal who led the project. Intuit, the software company behind TurboTax, wants its customers to feel better about filing their income taxes and is betting that in-person experiences will accomplish that."
TurboTax opened a flagship retail space in SoHo at Broadway and Grand featuring Japandi design elements, plants, plush seating, a 30-foot screen on a curved slatted oak wall, a sensory dome with chromatherapy-inspired lights, a soothing soundscape, and a back coffee bar. Gensler designed the space to counteract fear, uncertainty, and doubt around tax filing and to create agency and calm. Intuit aims to make customers feel better about filing income taxes by offering in-person experiences. Tax complexity benefits tax-prep businesses, and the average U.S. filer spends $270 and 13 hours to file compared with pre-filled systems abroad.
Read at Fast Company
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